A Vision of the Future: Emerging technological, social and cultural trends

Friday, December 25, 2009

Creative Online Fundraising

I was chatting with a friend of mine about the role of social responsibility in fueling consumer spending. She heads up strategy and research in the leading ad agency in Turkey. No wonder she is in charge of research; the next day she sent me a link saying 'This is the model you were talking about.'

Her link lead me to Gercekten.com, a Turkish portal that offers customized gifts to your loved ones, signed by the celebrities joining the portal's cause to raise funds for charities. Money raised by these purchases go towards non-profits that help the sick and the poor. All listed non-profits are highly credible and carefully vetted.

As a user, all you have to do is choose your celebrity, pick a gift (this can be a poster or a t-shirt from the celebrity) and write a short message you'd like the celebrity to say in a video. Once you pay for the gift, the proceeds go towards your choice of non-profit, the gift goes to your friend and you and your friend get a unique video message from the celebrity, saying what you wanted him/her to say. You can then forward the celebrity's message, post it on Facebook or YouTube. So, the celebrities also increase their popularity and get media attention.

All involved parties win. The celebrity gains new fans, the consumer gets a unique gift, the non-profits and the portal get their share. Nice formula!

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About Me

I am a VP of Media Analytics Consulting at Nielsen and the author of Implementing Word of Mouth Marketing. My goal is to provide a window to the future by showing what's next in social media through smart research and case studies. The posts reflect my personal opinions, not those of my employer.